WHAT DRIVES GEN Z PURCHASE DECISIONS? THE ROLES OF BRAND IMAGE, PRODUCT QUALITY, AND CONSUMER ENGAGEMENT

Journal: Preferensi: Journal of Marketing and Business

Publication: 2026-09-30

DOI: 10.67983/preferensi.v1i2.129

Abstract

Purpose: This study examines the effects of brand image, product quality, and consumer engagement on purchase decisions for Marina Hand and Body Lotion among female Generation Z consumers in Kendal Regency, Indonesia. The study addresses the limited empirical evidence on how these three factors jointly shape purchase decisions in the Indonesian personal-care market.
Design/methodology/approach: A quantitative research design was employed using a survey of 100 female Gen Z consumers who had purchased Marina Hand and Body Lotion and resided in Kendal Regency. Respondents were selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale and analyzed using multiple linear regression with SPSS 25. The analysis included validity and reliability testing, classical assumption tests, t-tests, F-tests, and the coefficient of determination.
Findings: The results indicate that brand image has a positive and significant effect on purchase decisions (β = 0.352; t = 3.705; p < 0.001), making it the strongest individual predictor in the model. Product quality has a positive but non-significant effect (β = 0.147; t = 1.501; p = 0.137). Consumer engagement shows a positive effect on purchase decisions based on the reported results (β = 0.176; t = 1.845; p = 0.048). Simultaneously, brand image, product quality, and consumer engagement significantly influence purchase decisions, with the model explaining 24.3% of the variance based on the adjusted R². The regression model is significant, F(3,96) = 11.616, p < 0.001.
Research implications: The findings suggest that personal-care brands targeting Gen Z should prioritize strengthening a positive and distinctive brand image and developing meaningful consumer engagement, while maintaining consistent product quality. The study also contributes contextual evidence concerning Gen Z purchasing behavior in Indonesia and highlights the need for further research incorporating additional psychological, social, and digital-consumer factors.